FRIDAY 11 SEP 2015 2:33 PM


The suffragette movement is a defining feature of the early 20th century. It became a catalyst for the politicisation of women’s rights across Great Britain, and set a precedent for future gender empowerment across the world.

This integral era of British history is what global skin and body care brand Dermalogica is basing its latest corporate social responsibility campaign on in a response to calls worldwide for more to be done by corporations to promote gender equality and empowerment.

In a partnership with British film, Suffragette, the company are using customer participation in gender equality issues to award special film screening tickets to customers, as well as holding exclusive screenings for companies and partners stocking the Dermalogica brand. Extended through their Financial Independence Through Entrepreneurship (FITE) scheme, Dermalogica aims to widen its commitment to women’s rights while encouraging debate on female empowerment.

FITE is a global initiative which aims to support women, and women-owned enterprise, across the world. By investing in female potential, providing education and training, and allocating resources specifically targeted towards female empowerment, Dermalogica aim to better chances of women globally, to improve quality of life for them and their families and promote equality with their male counterparts.

Through point of sale (POS) activation, customers can give their personal views on achieving gender equality at busy central stores which stock Dermalogica products, such as Selfridges and Liberty London. Via digital activation, around 100,000 subscribers on the Dermalogica database can be contacted to participate in the scheme. There is also the option to get involved on their website, or through Dermalogica social media channels.

The partnership between Suffragette and FITE has been overseen by London-based creative marketing agency Brand & Deliver. Head of promotions at Brand & Deliver, Rich Barnes, says, “Dermalogica isn't just vocal on the issue of women's rights but actively supports women's advancement through its FITE programme. It's the ideal partner for Suffragette which is an incredible story of strength, determination, passion and fearlessness.”